Connect with us

Video Marketing

The Guide to Getting Started with LinkedIn Video

Published

on


LinkedIn has come a long way since its humble beginnings as a professional networking site back in 2003 — it’s now the go-to social platform for all things business communication. Hoping to read up on the latest trends in your industry? LinkedIn’s got you covered. Want to connect with that former colleague of yours from a few cubicles over? We bet you’ll find them on LinkedIn!

And while the platform may have been slow to jump on the video bandwagon, now that members can finally upload videos natively, it’s time to put on that strategic hat and think about how your business can get the most out of this channel. Unlike Facebook, Instagram, or even Twitter, LinkedIn’s user baser is made up of business-minded, decision-makers who may have significant buying power at their business, so it’s important to keep that in mind when crafting your video marketing strategy.

Share your videos natively to LinkedIn and keep tabs on your social stats with this exciting Wistia product update. Learn more!

Before we get into some ideas for the content you can create and best practices for making your video shine, let’s dig into how marketers and salespeople alike can start leveraging this channel today.

Back in August of 2017, LinkedIn gave members the ability to upload videos natively to their platform. Since then, they’ve introduced video ads and have even added the ability to upload captions. It’s pretty clear that LinkedIn is taking a page from Facebook’s book, so you can safely assume that more video-centric features will continue to crop up over the next few years.

“It’s pretty clear that LinkedIn is taking a page from Facebook’s book, so you can safely assume that more video-centric features will continue to crop up over the next few years.”

So, what does this mean for marketers and salespeople who are always looking for new ways to interact and engage with their audience? One obvious plus is that you’re more likely to reach the audience you’re looking for on this channel. Certain types of business video often fall flat on channels like Facebook or Instagram, simply because the newsfeed is geared towards a more casual, “scroll-and-see” viewing experience. The benefit of sharing videos on LinkedIn is that the intent to consume specific types of content is actually there.

Afterall, LinkedIn bills itself as “the world’s largest professional network with more than 706 million users in more than 200 countries and territories worldwide.” The nature of this business-focused newsfeed does mean, however, that while your content may resonate more with your target audience, your competition suddenly becomes stiffer. If every business shares the same exact type of video that you’re sharing, suddenly, all the content starts to look the same.

How marketers can use video on LinkedIn

Now that we’ve looked at the history of the platform and have thought through some of the wins and pitfalls of sharing a video on LinkedIn, let’s dive into how marketers can use LinkedIn video to their advantage.

Before last year, marketers haven’t really been able to tap into the potential of video on this channel. Sure, you could share a link to your video’s media page, but over time LinkedIn followed suit with Facebook and ended up enforcing a native-upload option for videos if you wanted them to play inline. Given this change (and the fact that social platforms tend to favor native video in the feed) marketers are presented with the opportunity to experiment with how their content might fair in this new world.

Benefits marketers should consider:

  • Lo-fi videos are all you need to get started. Shoot quick, one-off videos while you’re on-the-go at a conference, or use some simple tools to throw together a quick presentation.
  • Brand touches are easier to make. You can easily create a more personal connection with a viewer on LinkedIn than you can on a content-saturated platform like Instagram. Chances are, there aren’t going to be any makeup tutorials or dog videos on your LinkedIn feed (yet), so in theory, it should be easier to cut through that clutter.
  • Your content doesn’t need to have broad appeal. Instead of enticing an entirely new audience that has never heard of your company with a broad, awareness-focused video, think about creating content here that will really strike a chord with a specific persona. In other words, you don’t need to please everyone with your video, just the people that matter.

Above and beyond sharing videos natively from your business page, marketers should experiment with video ads on LinkedIn if your budget allows it. Facebook might be cheaper, but it’s starting to reach the point of oversaturation, so LinkedIn could be a great area to explore while it’s still relatively new. With video ads, you can utilize LinkedIn’s audience filtering parameters and then dig into the data to see how folks are reacting to your ads.

“Above and beyond sharing videos natively from your business page, marketers should experiment with video ads on LinkedIn if your budget allows it.”

Here at Wistia, we experimented with “LinkedIn video takeovers” (trademark pending) where we encouraged everyone at the company to record a short video to promote a specific marketing event. Here’s one example of the videos that were created for Video Marketing Week:

We chose a specific day and time for folks to post their video on the platform, and from there, we let the views roll in. We tried this out for our Video Marketing Week campaign, and we saw a ton of success. In total, we saw over 25,000 views across all videos and got nearly 100 new signups from this LinkedIn video push!

How salespeople can use video on LinkedIn

For marketers, sharing video on your company’s business page makes a ton of sense. However, salespeople have the liberty to step a bit outside the confines of the brand and get even more creative with video on their personal LinkedIn profiles. Of course, salespeople are an extension of a business’ brand, but when you share a video from your own profile, the stakes feel even a little bit lower, which can reduce the barrier to getting started.

As a salesperson, it often feels like you’re constantly tasked with breaking common sales misconceptions — yes, there is a real human being on the other end of the line. Video luckily presents a unique opportunity to bring back that personal touch that used to make sales, sales. Those in-person lunches and firm handshakes may be hard to recreate in a digital world, but video can go a long way in leaving your viewer with positive vibes.

Benefits salespeople should consider:

  • You’re already a subject expert. Chances are, you know a ton about the product or service your company offers and the industry you’re in, so deciding what type of content to create should be a no-brainer! This expertise puts you in a unique position when it comes to video creation — you’re already attuned to the features and topics your prospects love to talk about, so your chances of posting a video that resonates is that much higher.
  • It helps to put a face to the name. One easy way to get prospects or customers to trust you is to simply show ’em who you are! This not only lends credibility to you and the business you represent, but it also helps build a stronger, more memorable connection. Maybe you’ll end up chatting with a prospect at a conference that recognizes you from a LinkedIn video!
  • It’s great for your own personal brand. While sharing video on LinkedIn is great for business, it also helps you elevate yourself as a sales professional. LinkedIn is a professional networking platform after all, which means you’ve got some added incentive to show your face and flex your skills right there in the form of video.

One helpful tip to keep in mind? Be wary of overposting — nothing’s worse than overdoing it. You want to come off as a thought leader in your space, not as a spammy-spammer.

“Be wary of overposting — nothing’s worse than overdoing it. You want to come off as a thought leader in your space, not as a spammy-spammer.”

Here at Wistia, some folks on our sales team have been using video on their personal profiles to share industry insights and best practices. Massimo Severino, an Account Executive on our sales team, regularly shares simple videos that stir up excitement and educate other salespeople. Watch him talk about a LinkedIn sales hack in this video!

Aside from native videos, LinkedIn announced their gradual release of LinkedIn Stories, similar to Instagram Stories. With LinkedIn stories, members and organizations can share images and videos via the LinkedIn mobile app, which stay posted for 24 hours. LinkedIn users can view Stories from their connections as well as people and Pages they follow.

According to Business Insider, LinkedIn aims for their Stories to spark conversations and offer honest discussions about how to be successful at work. It’s important to keep in mind LinkedIn is a place where professionals can connect and offer each other career advice, or share insights from their industries.

Already, we’ve seen folks use Stories to promote webinars and new content. They could also be used to post open positions at your company — the opportunities are endless! Not many people have taken advantage of stories yet, either, so don’t be afraid to be a leader in this space! As we continue to watch people and businesses use LinkedIn Stories, we’re excited to see what types of content they create to support their brand and engage their audiences.

Congrats, you’ve made it to the end of the post! Now it’s really time for the fun stuff. What types of videos should your sales and marketing teams set out to make? Where can you find inspiration? And above all else, how can you make sure you look, sound, and feel your best when it’s time to hit record? We’ve got you covered!

10 LinkedIn video ideas

Need a little inspiration? Here are 10 foolproof LinkedIn video ideas that you can start experimenting with today!

  1. Collaborate with other influencers in your field on a video Q&A
  2. Let people know you’ll be attending an upcoming conference
  3. Help promote a marketing event or campaign
  4. Share a major company announcement or product update
  5. Respond to a relevant piece of news
  6. Show off your office with a guided tour
  7. Interview a colleague or executive at your company
  8. Recap a popular blog post that gained a lot of traction
  9. Provide an overview of an industry-specific conference
  10. Post an abridged version of a recent talk or presentation you’ve given

Check out another example of an interesting LinkedIn video our sales team members created to share how they’ve learned to combat filler words like “um,” “uh,” and “you know” on their calls!

Best practices for LinkedIn video

Now that you’ve got some ideas in your back pocket, it’s time to actually sit down and press record. Keep these best practices in mind and ensure that your video comes out great every time!

  • Always try to present on a topic you know a lot about. Your authenticity will make all the difference in creating an engaging video.
  • Upload captions to your videos whenever you post them to draw attention to your content in the newsfeed. Luckily, LinkedIn just added this feature to their platform, however you need the .SRT file in order to upload captions.
  • If you’re interviewing someone in your video, always remember to tag them and the company they work for in the post so they can promote the content on their own channel.
  • Keep your energy levels up. Aim to strike the delicate balance between too little energy and too much. You don’t want to come off as disinterested or boring, so try to remember to smile and give each take your all!
  • And as always, if you’re on the hunt for some production tips, check out this in-depth blog post on looking great in your next webcam video.

Whether you’re in sales or marketing, video lets you connect with your audience or prospects more effectively — and in a way that’s far more memorable than text. Leverage LinkedIn’s unique business-oriented user base and start experimenting with different types of content to see what sticks. Once you identify what videos brings in the most engagement your business or personal profile, share your learnings with your teammates so you can all succeed with video!

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

Published

on

By

1594231673blog-6044bcaf

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

Continue Reading

Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

Published

on


Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

Continue Reading

Video Marketing

Best Video Marketing Ideas For Festive Season 2020

Published

on

Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

Continue Reading

Trending

Copyright © 2020 Plolu.